The 3 Ms ...
What do these have in common? Let me tell you how I made the connection ...
I was thinking about the Marines yesterday --
-- because my son is now one, my step-son is becoming one, and I received an image of a new tattoo that is a Marine-related one (history of the Raiders is rather amazing). Now it's not surprising that the new Marine would get a Marine tattoo on his first long liberty ... and that's really what made me think about the Marines.
What is it that
builds such loyalty?
Why do so many young men and women today (and yesterday and
probably tomorrow) want to join this group?
In fact, the Marines marketing machine is amazing. It's been held up as an example of excellent brand marketing in several books (the most recent that I read: The Elements of Persuasion by Richard Maxwell).
But are all of these young people that marketing-manipulated?
Or is it something deeper?
Yes,
they're initially manipulated ... but after boot camp - they're "into
it".
They love this group.
They are part of the Corps -- and that is
the difference.
They are part of an elite group that have completed an extremely
difficult mission: to become a Marine. And they know that not everyone
makes it - because they've seen some (many) fail due to physical
constraints or mental constraints.
It's the elite that makes it
cool... (and the sword doesn't hurt either).
It's the brother-hood / family / team that makes it real.
If
the Marines had "basic training" instead of "boot camp"
-- there would
not be as many Marine tattoos on new Marines arms!
So what does that have to do with music?
I, on the same day as thinking about Marines, was listening to my
current favorite song again (for the 3rd or 4th time) and realized that
if a business can reach their potential clients / customers in the way
that music reaches me (or you or him or her), that would mean: loyal
customer! Thus, the
loyal aspect of music is similar to the loyal aspect of the Marines, in
spite of the fact that I, as a listener of the music, don't have to
compete to join the elite.
How can a business, then, learn from either of these examples?
Marriott has already learned.
I recently stayed in a Marriott as if I was a platinum rewards member (because my boss made my reservation). WOW - we should all travel so much! The platinum club gets a separate floor with amazing attention to detail. These are rewards for the road warrior that are truly elite.
How is that similar to the Marines?
It's not easy to reach platinum -- there are a lot of miles and hotel stays to reach that point. It's work ... and not many folks actually reach that level ... thus, it's like a very long boot camp (with softer beds).
How is it similar to my favorite music? It's something that must be "played again and again" to reach that new level of appreciation and understanding.
Can you think of ways to shift your offers beyond standard?
So that instead of giving "reward points" you offer some type of elite, hard-fought-for award?
If yes then you'll shift toward the Marines side of branding ... as Marriott has.
Can you think of ways to shift some content on your Web site so that it's reminiscent of a great song? Something that will make me want to come back and "play it again"?
If yes then you'll shift toward the music side of loyalty ... as many musicians have.
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